广告业常用英文术语english资料.doc

你不能不知道的广告英文 share with?all junior ad boys and girls : ? What You Should Know About Advertising 你应该知道的广告英文知识 1.???????What is advertising？??什么是广告？ Build an impression on the consumer’s mind in order to have consumers buy certain product。 在消费者脑海中建立一个印象，使得消费者购买某项产品。 ???The impression is called brand。 这个印象就是品牌。 So advertising is to build up the brand。 所以广告就是建立品牌。 2.???????How do we come out a piece of advertising????我们如何创作广告 Client briefing???客户简报 Research Recommendation?市场调研建议 SWOT Analysis??优劣势分析 Advertising Strategy??广告策略 Presentation???提案 Creative Development???创意发想 Creative Presentation???创意提案 Media Planning?????媒介计划 Media Plan Presentation?媒介计划提案 Creative Production??创意制作 Media Placement??媒介投放 Advertising Tracking??广告跟踪 3.???????The terminology of advertising???广告业的术语 Advertising agency?广告代理商????????????????Client客户 Marketing行销??????????????????????????????Market行销者 Marketing Mix行销组合??????????????????????Product产品 Pricing订价?????????????????????????????????Promotion促销 Place（Distribution）渠道?????????????????????Marketing Objective行销目标 Marketing Strategy行销策略???????????????????Marketing Programs行销活动 Marketing Plan行销计划??????????????????????Marketing Manager市场部经理 Marketing Executive市场执行??????????????????Product Manager产品经理 Brand Manager品牌经理??????????????????????Brand Steward品牌管家 Full Service Agency全面（整体）服务代理商????Account Service客户服务 Account Executive业务执行???????????????????Account Manager业务经理 Account Director业务总监????????????????????Group Account Director?客户群总监 Client Service Director客户服务总监（协理） Briefing简报???????????????????????????????????Blue Print蓝图 Advertising Strategy广告策略?????????????????????Target Audience目标对象 Competitor竞争者??????????????????????????????Consumer Promise消费者承诺 Tone Manner?语气与态度???????????????????????Brand Personality品牌个性 Positioning定位???????????????????????????????Segmentation区隔 Cannibalization品牌替换???????????????????????Contact Report会议记录 Status Report工作进度报告?????????????????????Memo备忘录 Cost Estimate，Production Estimate，Quotation估价? Job Order工作卡?????????